Advertorial
Industry Insight: Nicola Cadman
“
The Retail Design industry is really booming at present, with retailers taking a serious approach to in store displays whether it is a temporary corrugated display or something more elaborate. As the main selling tool that a retailer has when competing against the ever growing world of the internet, how else do you get the full shopping experience without actually venturing into store? I for one would trade sitting on the sofa trailing through the internet with the social activity of actually really shopping any day!
Designers are finding they are constantly needing to up their game in terms of creativity and ideas particularly as cost is still very much an issue, we are seeing a lot of temporary Point of Sale items together with some stores investing in items made from wood, metal and acrylic for more permanent items to create more eye catching displays both instore and through window displays. But it isn’t just the POS that stores are looking towards for saving costs, the industry seems to be leaning towards smaller spaces and over the last 12 months, shop in shop and concept stores have been a big growth area for the market.
Instead of fighting against internet shopping, stores are now embracing it and incorporating it onto the shop floor through offering the technology for
It is important now more than
ever that stores create a ‘shopping experience’ for the shopper rather than just a quick look
shoppers to look on the internet/check stock and then find the item in store to look at/play with/try on, and then order it to be delivered home. For stores this means they don’t need as much stock which leads to less space being needed. It also allows people to research prior to purchasing particularly with more expensive items such as technology, you only have to look at an Apple store to see that this model is a success, providing a place for people to have a play, try things out and also visualise them in their life and ask advice at the Genius Bar prior to purchasing them has been a key element in their success.
Incorporating technology in store together with the POS all contribute to the stores overall image and the instore experience as a whole. It is important now more than ever that stores create a ‘shopping experience’ for the shopper rather than just a quick look and buy; this is what is what will differentiate it from sitting at home on the sofa and ordering on line. A quick glimpse at the Trinity Centre opening in Leeds shows people still want to shop in real life stores and enjoy a full shopping experience.
W:
www.stracointernational.com E:
recruitment@stracointernational.com T: 01302 323336
“
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